In Pixar's Cars, Rust-eze sponsors Lightning McQueen before his career-changing race in Radiator Springs.
Rust-eze is a fictional medicinal product marketed as a rusty-bumper ointment. Its owners, Rusty and Dusty Rust-eze, discover Lightning after he becomes stranded in Radiator Springs and later help launch him toward greater racing success.
Lightning initially dislikes the sponsorship because he wants the prestigious Dinoco colors. However, Rust-eze remains important to his career, and the team provides the transport and support associated with his early professional racing identity.
Viewers sometimes confuse Rust-eze with Dinoco because Lightning eventually receives Dinoco's sponsorship offer. Rust-eze is his original sponsor in Cars, while Dinoco is the coveted competing brand connected with the Piston Cup winner.